The pregnant teen (at left in photo) was chosen due to what Stapleton called her “proven and impressive track record as a booze hound.”

Stapleton said he hoped a series of television commercials and print advertisements could be produced “before Bristol starts showing.” He said the mother-to-be would not be expected to drink a substantial amount of alcohol, but rather “a few shots here and there to make sure it looks real.”

The outreach effort targeting teens comes as the PLCB undergoes a “renaissance” in its retail operations, part of which Stapleton said involves “doubled-up efforts to better tap into the under-21 crowd.”

“At a time when the economy appears to be slowing, the best way for us to build our business is to bolster underage and binge drinking,” Stapleton said. “After all, some of our most loyal customers are dying off, and we need to replace them as quickly as possible.”